AppsJack Capable Communities Podcast
About This Show
For business-minded people looking to grow their business capabilities and have more fun managing, the AppsJack Podcast is a collection of in-depth conversations with top professionals about fascinating topics from business, the economy, technology and management that helps listeners learn new skills that can be applied within their business practices immediately.
Most Recent Episode
Episode 5 - Business Skill 3 - Market and Sell - Part 1
Podcast Episode 5: Sales & Marketing Show Notes - AppsJack Capable Communities Podcast SECTION 1 - WHAT IS SALES AND MARKETING? Introductions to Andy Scott and Alan Andersen Marketing gets people interested in being *willing* to hand over their money Sales extracts the money and seals the deal Sales and marketing has been around forever The channels have changed There's still oftentimes a need for face-to-face interactions for some large transactions There's a cap or threshold for some transaction sizes The trust of the buyer is a big issue There's also a threshold at the bottom (cost of entry) which has gone way down for suppliers/producers Is the playing field per se "level" now for the little guy to compete with the big guy? Andy: you can't compete on basic requirements and expections. Need to compete on guarantees, outcomes, promises and value. Hard to look at sales and marketing exclusively without considering delivery, supply chain management, customer service and the rest of business. Doing the marketing and sales strategy activities should define the actual scope, size scale of delivery (size of the project). Size and scale of a company determines the size and scale of go to market strategies and approaches. Need to get extremely clear on the target audience for the product overall and project/phase. SECTION 2 - MARKETING STRATEGY AND ACTION PLANS Steps include market research, determining target markets, your positioning and uniqueness, competitive analysis, methods and how (marketing mix), budgeting, measurement of success, improvement plan Still need to create a business structure/rhythm/cadence and probably have an outside party review performance on a regular cadence to identify what to adjust Need to look at the present activity system (what's happening) and identify what to change / do more. Marketing may not always be the most important measure, depending on the maturity of the business. Andy: "I don't want to help someone provide a bad service." Alan: People should "sell the right thing". What are the buying criteria?